For the current stone and other building materials industry, "shuffle" is undoubtedly the most popular keyword. After the fierce shock of the whole industry in 2014, in 2015, enterprises in Guangdong, Fujian and Zhejiang, the three major building materials production areas, were under unprecedented operating pressure, and most building materials enterprises were plagued by market surplus, capital shortage and staff shortage. Agents at the forefront are not only facing the increasingly scarce customer resources, but also facing more and more competitors. The stores took advantage of the situation and continuously raised the rent, which made the building materials brands find life more and more difficult this year. As a building materials brand, how to avoid the fate of "being shuffled" under the general trend of the industry is a problem that the current building materials brand operators need to seriously consider.
"Shuffle" provides opportunities for brand formation
The reshuffle of an industry is the inevitable result of the development of the market economy in this industry to a certain stage. The industry reshuffle is a huge opportunity for competitive enterprises, but building materials enterprises that rely on plagiarism and imitation of famous brands are increasingly difficult to survive in the fierce market competition environment. Through this reshuffle, the operators of building materials enterprises checked their own business management ability. Those building materials enterprises that usually pay attention to internal skill training have strong pressure resistance in the era of big reshuffle. With the full integration of information in the Internet plus era, the low attention and high involvement characteristics of the building materials industry in the past are changing. Consumers' information access channels and content, both in breadth and depth, have increased over the past. At present, there are few industries like the building materials industry, with a large number of enterprises and low energy efficiency. As Gree Dong Mingzhu said some time ago, the home appliance industry has generated many enterprises with a scale of 100 billion yuan, while the building materials industry cannot be close to 100 billion yuan. The most important reason for this is that the building materials industry has not been restructured to form an industry scale like household appliances. Therefore, the current industry situation is extremely favorable for those enterprises that are already in an advantageous position in the industry. The key is to see whether they can seize this opportunity to attack forcefully and continue to seize the original market scale of those enterprises that have been "shuffled".
Brand needs innovative marketing mode in the "shuffle" era
The "shuffle" of an industry is often the collapse of a group of enterprises, giving their market share to another group of enterprises. In the current environment, the marketing model that used to rely solely on channels to win is undergoing a thorough change, and the model that relies on large-scale promotion to build customer groups is also entering a dead end. Whether to find the blue ocean of building materials industry in the existing red ocean is the key to marketing creativity in the new era. Just like Xiaomi mobile phones outside Apple and Samsung, they have their own unique marketing model, which is worth our reference in the building materials industry.
For the operators of building materials industry such as stone, the homogenization of products is becoming more and more serious, and the lack of original design is flooding the entire industry. It is crucial to build competitiveness from the source of design. In addition, channel agents are facing increasingly strong competition. How to more effectively compete for the already scarce customer resources and increase customer value has become a key research topic for brands and agents. In this regard, agents alone can no longer achieve a breakthrough. It is the key principle of marketing success in this era to organically combine the marketing ability of brands with the terminal operating ability of agents, establish a new marketing model that covers brands, agents and consumers, and form a strong stickiness between consumers and brands from the source.
"Shuffle" will produce elites in the era of power creation
In the era of "big reshuffle", building materials enterprises are bound to produce a new batch of marketing heroes, and all enterprises are trying their best to tap talents. As Mr. Yu Zhenrong said, "In the past, the building materials industry was a hero created by the times, while the present era is a hero created by the times". In the current trend of reshuffle in the building materials industry, while a number of enterprises are dying out, another group of enterprises will inevitably form a larger scale, the most critical of which is the leading marketing talents. From the very beginning, the sanitary ware industry in Supor was different from that in the industry. This year, it paid a lot of money to hire Wang Yongqi, a marketing genius in the sanitary ware industry, to try to make use of the brand's popularity in the kitchen utensils under the background of a major reshuffle in the sanitary ware industry to create a blue ocean of its own.
In the current market environment, the generation of heroes has been missed. However, the elite talents in the building materials industry, such as stone, can still operate the innovative thinking in the Internet era at the time of great turbulence in the industry, or create their own glory in the overall shuffle environment.
The "reshuffle" of building materials industry such as stone has become an unavoidable market phenomenon. We have to adapt to this trend, find out the brand DNA under this trend background, follow the current changes in consumer behavior, innovate a new model different from the traditional building materials marketing model, and create a brilliant era of brands and marketing elites while growing in scale.
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